South Africa (2009): FoQus on Segmentation - Barriers and Motivations towards Seeking Reproductive Health Services among Youth in Gauteng, South Africa

This FoQus on Segmentation study aims to gather information useful for designing the branded concept, positioning statement, campaign personality and messages and overall marketing and communications strategy for promoting the use of reproductive health services among young low to mid income sexually active women aged 18-24 years old living in townships in Johannesburg, Gauteng. Specifically, the study objectives are to: a. Identify beliefs to reinforce and beliefs to change related to seeking safe medical abortions, modern contraception, and doctor/clinic visits, b. Build one or more character archetypes for the target group, c. Identify current strategies used to behave (i.e. to access reliable contraception or safe termination of pregnancy) by the target group, d. Understand current perceptions of different forms of contraception as well as medical abortions, and people who seek these services, e. Describe target audience members' opportunity, ability, and motivation to process reproductive health communications, with an emphasis on the use of contraception for prevention of unwanted pregnancies and safe medical abortions.